Mgt 201 – 7286

‫المملكة العربية السعودية‬‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
Department of Business Administration
College of Administrative and Financial Sciences
Assignment- 2
Marketing Management (MGT 201)
Due Date: 12th November’ 2022 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: 1st
CRN:
Academic Year:2022-23
For Instructor’s Use only
Instructor’s Name: XXXXX
Students’ Grade: Marks Obtained/Out of 15
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
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The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Assignment-2
Learning Outcomes:
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2.
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the
changing global environment. (LO-4)
Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and
wants to formulate a marketing Plan. (LO-5)
Part-A
Case Study
Read the Chapter Case Study entitled Yogurt Lovers say, “It’s All Greek to Me” from Chapter11 “Product, Branding and Packaging decisions” Page: – 381 given in your textbook –
“Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy (2022) and answer the
following Questions:
Assignment Question(s):
1. Generally speaking, what type of product is yogurt? Does your answer change for the
different product categories that ‘Chobani’ has defined for its offerings? (2 Marks)
2. Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension?
Explain. (2 Marks)
3. How is ‘Chobani’ positioning its various product categories currently? How is it
communicating its current positioning strategy? (2 Marks)
Part-B
Critical Thinking
Answer the following questions based on the concepts discussed in Chapter- 13, 15 and 18
1. Assume you were hired by the local grocery store to help in assessing its service quality based
on the five service dimensions to determine the overall service quality: reliability,
responsiveness, assurance, empathy, and tangibles. How would you go about undertaking this
project? (Ch-13) (3 Marks)
2. Price skimming and market penetration pricing are the two important pricing strategies used by
Marketers. Ahmad wants to launch his new backpack in the local market. Being a marketer which
pricing strategy you will suggest him to use and why? (Ch-15) (3 Marks)
3. Do you find any difference between advertising and public relations? How can public relations
contribute to a firm’s IMC? Explain with the help of a suitable example.(CH-18) (3 Marks)
Note:
1. Answer all the questions based on your understanding from the concepts discussed in the
class, PPTs and Text book.
2. Justify your answers with at least two references for each question.
3. If plagiarism is more than 25% you will get 0 marks for the questions concerned.
Answers
Part-A
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Part-B
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